Premium SEO Pack – Full tutorial and Review by Matt Barby

This is a full tutorial and review on how to use the Premium SEO Pack, made by our friend Matt Barby. Premium SEO Pack contains all the features that you wou…

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4 Tips For Your Mobile SEO Strategy – Whiteboard Friday Moz

In this Whiteboard Friday, Aleyda Solis shares four fundamental questions that will help you assess the best alternatives to start taking mobile search into …

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SEOPressor – On-Page SEO Plugin for WordPress

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The Advertiser’s Guide To Surviving Reddit

Posted by anthonycoraggio

If you’ve so far neglected the advertising and marketing opportunities on Reddit, you’re not alone. Historically, the relationship between Redditors and those who market to them has been contentious—Reddit is a cohesive community in a way that social platforms like Facebook or Twitter are not, and Redditors will fight to protect its integrity from spammers and lazy attempts at commercial gain. Done well, however, advertising on Reddit represents a tremendous opportunity. The site is one of the fundamental drivers of internet culture, and boasts roughly 115 million monthly unique visitors, low ad costs, and high potential for engagement and virality. Even better, Reddit is finally getting serious about monetizing the business and attaining profitability, rolling out new features for advertisers and even offering free campaigns for international advertisers to get started. Reddit can be a tough nut to crack, but handled correctly it can become your secret weapon—and I’m here to show you how.

There are three main things you need to know to successfully brave the brash, quick-witted, and anonymous crowds of Reddit as a paid advertiser.

  • The raw materials: What kind of inventory is there to work with?
  • The culture: What makes Reddit tick?
  • How to execute: Bringing it all together without ticking Reddit off.

Alright, pencils ready? Let’s get rolling!

First things first: Advertising options on Reddit

Before I delve into working with and advertising to the Reddit community, let’s get familiar with the tools at your disposal. Reddit offers a number of options you can mix and match as appropriate in the lifecycle of a campaign or larger marketing strategy – here’s a quick rundown of what they are and where they fit into the Reddit ecosystem.

Self-serve advertising: sponsored links

Reddit’s self-serve advertising is the best place to start for the novice Reddit advertiser. Cheap, easy, and surprisingly flexible, they are the “promoted post” of the Reddit world. 

A sponsored link, as seen live on Reddit

As you would in typical Reddit use, you have the option of submitting either an external link or an internal link to a text post, which users may then upvote/downvote or comment on. Your money buys you the top-of-page spot for your link in the feed of either Reddit’s front page or a topic-specific subreddit of your choice.

Cost

Reddit is currently offering a flat $0.75 CPM for self-serve advertising—you’ll get the same price regardless of the choices you make in targeting or content. There is a minimum buy of $5 for any individual sponsored link (which you’ll also have to pay for individually). This isn’t a big hurdle budget-wise, but can be problematic when there isn’t $5 worth of impressions left to buy in your chosen timeframe. Smaller, niche subreddits are particularly vulnerable to this issue, and it’s not yet possible to make multiple-subreddit buys through the interface. Plan early and don’t wait until the last minute to make your buys, or you might get shut out entirely!

Inventory is limited; act fast!

Content

You’ll be given space for a title and either an external URL or a text post. There are no hard limits here in character length like you’ll find on AdWords, Bing, or Twitter, but don’t get caught up writing a novel. Your title should be punchy and engaging to draw interest, and if you use a text post be clear and concise in communicating your message and actions for the reader. You’ll also note that you have an option to allow or disallow user comments. I strongly recommend you allow them to get the most bang for your buck—I’ll circle back to that here in a minute.

Performance data

Reddit’s traffic data isn’t the prettiest, but you’ll get a solid picture of spend, impressions, and clicks down to the hour. In general, you can expect clickthrough rates similar to most display advertising (0.10-0.20%), but exceptionally well done campaigns can reach far higher. Remember, you’ll need to manually tag your links before you submit your ad so you can track your campaign performance properly in analytics!

Restrictions

One more caveat—you can’t launch your ads near-instantaneously as you might on a platform like Facebook or Twitter. It can take up to 2 days for your ads to be reviewed and set live, and the interface will typically not allow you to choose same or even next day start dates.

Display ads

Display advertising on Reddit runs on the AdZerk engine, and is much closer to what you might find on a standard network, with a couple of twists. Users can upvote and downvote banner ads (the latter will block the ad for that user in the future), and while banner ads don’t quite fit into the normal discussion thread flow, each is linked to a unique comment thread on a subreddit designated for discussion of banner ads on the site.

Reddit sidebar banner, with downvoting options selected

To buy these ads you’ll need to get in touch with Reddit’s ads team directly—you can choose from homepage or subreddit roadblocks, individual banners, or the design and creation of cobranded ad units with the Reddit team.

Sponsored Q&As

Sponsored Q&A’s are similar to Reddit’s popular “Ask Me Anything” threads, but are set up directly with Reddit and targeted for promotion across select subreddits. These can run over the course of a few hours or a few days, with specified times set for your Q&A experts to interact with the Reddit community. You can check out an example here, a Q&A with the physicists behind the Higgs Boson discover for Particle Fever.

Right then! Now that we know what we have to work with, let’s learn how to be good citizens of Reddit.

Reddiquette for advertisers

I am writing this article both as a Redditor and a professional in advertising – I believe good advertising should bring value to the audience as well as the advertiser, and nowhere is that principle better enforced than on Reddit. Reddiquette is Reddit’s informal code of conduct—a codification of the values that have grown organically within the community. Taken as a whole, it creates an environment that demands five key things of marketers who want to participate in this community. Defy these at your own peril!

1. Bring something of value to the table

This is possibly the most important and fundamental law of advertising on Reddit. If you’re not contributing, you’re wasting your time. The essence of being successful in Reddit advertising is the same principle common to social media and content marketing in general: Contribute value to the community. As an advertiser you’ve already been marked “sponsored”—a potential invader to be scrutinized—and have to meet a high bar to prove you’re not a faceless corporate con man come to poison the well or game the system. This doesn’t necessarily mean you can’t sell a product; you just have to deliver it the right way, to the people who are going to smile when they see what it can do. For example:

The above image is an ad run on
/r/showerthoughts, “a subreddit for you to share all those thoughts, ideas, or philosophical questions that race through your head when in the shower.” Note the 323 upvotes, and the subsequent comments:

2. Be transparent

Don’t try to game the system or trick users into clicking to your over-optimized conversion page. Redditors live the internet, are thus experts at spotting cheap online marketing tactic, and you will get mauled if you contaminate their precious community with scams or clickbait. Instead, be honest, straightforward, and prepared to communicate. Who are you? Why are you here? If you are questioned in the comments, respond as a real person. This alone won’t guarantee you success, but it will earn you sorely needed respect.

3. Have a sense of humor

Redditors are for the most part here for entertainment, socializing, discovering new things, and generally just to waste time. If you get in the way of that or take yourself too seriously, they will take corrective action and you’ll likely wind up skewered in the comments. Take Woody Harrelson’s calamitous attempt to hawk the movie Rampart in an “Ask Me Anything” (AMA, in Reddit lingo) thread as a cautionary tale.

4. Speak the language

Know your subreddit’s culture—any specific rules, language used, common posts, themes, or memes. If you haven’t spent at least a half hour on that subreddit reading comments and following links, you’re not ready to run an ad there.

5. Roll with the punches

Get comfortable with anonymity and brutal honesty. If you screw up, Redditors will let you know about it. Sure, you could disable comments, but this is merely avoidance, and tosses out the baby with the bathwater. Think of this as the most honest focus group in the world—if Redditors think it, they’ll probably post it. Respond (again, with good humor), validate any concerns, and use the feedback to juice up your next run.

These rules can be a little tough to process if you’re not a Redditor yourself, so before we move on I’m about to give you the best assignment of your working life. Just use reddit. Find fun topics. Comment, post, and find part of the community that speaks to you. Native advertising works a lot better if you’re a native yourself!

Bringing it all together

Pick your audience and stay with them

Of course, to run an engaging promotion on Reddit, you need to start by talking to the right people and hold up your end of the conversation. You might be surprised at the breadth and depth of audience you can find on Reddit—yes, you will find a lot of geeky males aged 18-29, but the user base and the interests represented on the site go far beyond that stereotype. You can find subreddits dedicated to everything from ethnomusicology to baking. Take the time to do your research and find the parts of the community that will really care about what you have to say.

Once you find the right spot for your promotion, don’t simply fire and forget or use the same subreddits every time. Check back every time you launch a new campaign and stay up to date on the doings of your target subreddits—moderation controversies can lead to the breakout, similar subreddits with different standards of conduct that may be better or worse for your purposes as a marketer. 

For example, a banner ad for the film
Under The Skin featuring an underwear clad Scarlett Johansson was recently placed on the /r/gentlemanboners subreddit, which I expect the advertiser (not unreasonably) assumed would appreciate the ad. No dice—the subreddit is strictly PG-13 and doesn’t permit images without full clothing. The community and moderators responded harshly, and the ad was actually taken down.

Use Reddit as Reddit, not just another line of ad inventory

You can run basic, conversion focused ads pushed to a PPC style landing page, like the Audible and Aquanotes examples above. But don’t think of Reddit as just a set of ad inventory. Rather, consider it as a social ecosystem, enhanced with the power of paid promotions tools. You can still ultimately point users to a conversion, but don’t waste the opportunity to do more. Ask questions, share opinions, and start a conversation. You can also offer incentives unique to Redditors to make your message that much more special—this recent ad by Vodo created in partnership with Reddit is an excellent example:

There’s also a lot of value to be had in launching your content marketing into the Reddit universe to be shared, talked about, and built upon. It can be challenging to get off the ground at times, but that’s where the paid advertising comes in—point a few thousand users at your piece, hit critical mass, and the ball rolls from there.

You can also find success by intertwining organic and paid activity, for example, using a sponsored Q&A or paid promotions to redirect people to visit an AMA so others can tweet it, share it on social media, and multiply your impact. Degree antiperspirant’s clever use of an AMA with Bear Grylls is a classic example, sending Twitter traffic to the thread and creating storm of reciprocal visits and coverage across various channels. 

In a more recent example, Ethan Hawke’s AMA gathered 9.6 million unique viewers in 24 hours and generated press coverage that brought in 15 million more. Not a bad bit of marketing!

Parting words

Social media outlets like Reddit have done nothing more than they have scaled word of mouth marketing – to succeed in Reddit advertising, you need to understand the community and participate in it honestly. Don’t abuse the privilege of running ads here by spamming users with a hard or gimmicky sell—you’ll burn away any trust and goodwill might have quickly.To paraphrase Reddit co-founder Alexis Ohanian, honest conversations from honest people about quality, relevant products and services are what shape opinions and produce results on Reddit. Go forth and be good!
Have a question or experience advertising on Reddit? Share it in the comments!

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2014 Inbound Marketing Trends

Posted by Kurtis

It’s no secret that 2014 holds several promising opportunities for inbound marketers. The industry is projected to see a lot of continued growth aided by increased budgets for the year. Earlier this year, Cyrus wrote a post announcing the Moz Industry survey results. According to that survey, there seem to be a few slight shifts in demand for certain marketing activities, which ultimately has an effect on where marketers are allocating most of their time.

Though some of the data in this post includes data from the Industry survey, most of what you will find is a collection of information from 12 other sources. For more granular details, you can dive into the Slideshare embed at the end of the post. Let’s dig in!


Marketers reported that demand for content creation increased by 70.94% in 2013, falling in line with most projections from early 2013. This trend is also expected to continue throughout 2014. Analytics was the second highest in demand, with an increase of 64.46%.

Link Building saw the biggest decrease in demand at 20.2%, followed by Email Marketing at 12.06%, Keyword Research at 11.03% and Link Removal at 10.87%.

When comparing demand vs. the percent of what Marketers are spending their time doing, the matchup is very similar. It makes sense. The biggest demands go hand in hand with where Marketers are allocating their time—Analytics, Content Creation, Social Media Marketing, and Keyword Research.

The Inbound Marketing industry is constantly changing and sees a ton of new, useful information on the regular. Keeping up on the latest industry knowledge is key; but what are the most popular avenues to stay up to date on the latest industry trends?

Surprise! (Not really.) 93.97% of Marketers use blogs as their go-to source to keep up with the latest industry shifts. Not too far behind were Social Media at 74.01% and Online Guides at 73.37%.

Of those surveyed, 45% say they spend more than 2 days per month researching and learning about the latest trends in SEO—more than any other area of digital marketing. I think it’s fair to say SEOs are like a bunch of sponges soaking up water. Except in this case, the water is actually knowledge. SEOs = Content Carnivores!


SEO

Key takeaway: Budget increases are helping companies implement more marketing automation.

The results from the Moz Industry Survey reveal that Digital Marketers will have increased budgets in 2014, if projections stand correct. That’s great news for the industry as a whole and shows the SEO industry continues to grow.

According to ExactTarget, 73% of those surveyed are currently using SEO/SEM in their marketing efforts and 71% are using some form of Content Management platform. The current and projected similarities between the two are across the board, due to the fact that both go hand in hand with one another, though Content is projected to grow slightly more than SEO/SEM in 2014.

Marketing Automation tops the list for where most Marketers plan to increase budgets, according to ExactTarget. It is clearly one of the most popular avenues for increase budgets this year, but it is imperative to understand that it helps scale your efforts; not actually do marketing for you. Once you’ve determined that it’s time to invest in marketing automation, consider the platform that best suits your goals. HubSpot has
a great learning guide that does a fantastic job explaining everything you need to know before making the financial commitment, and I strongly encourage you to read it; even if you aren’t planning on adding it to your mix of tools this year.


Content

Key takeaway: Create a strategy so you have time for the king.

It is clear that Content is, and will continue to be, king of 2014. A large percentage of B2B Marketers are or plan to spend a decent amount of their budgets on Content this year, but it looks like there is still plenty of room for improvement. Data from CMI indicates 49.5% of Marketers don’t have a documented content strategy and are challenged with producing engaging content.

Not having enough time is also a common thing we hear when it comes to content creation. The first step in the right direction is coming up with a strategy. Once there is a plan in place and you have nailed down your target market, you are one step closer to writing content specifically tailored to the group you want to reach. Creating a list of topics and a schedule for the posts is the next vital step. Believe it or not, schedules do help save time; it’s just a matter of putting in the time to save time.


Social

Key takeaway: Use the network your target demographic is using.

Facebook continues to be the Social network of choice for most internet users, though
some suggest it has reached its peak usage from the younger demographic. Despite those claims, Facebook continues to have the highest frequency of Social Media site use with 63% daily visits, according to PEW Research Center. With the highest number AND the most engaged users, Facebook continues to dominate the social landscape.

The key takeaway with Social Networks boils down to what channel your target market happens to be using. For example, if you are primarily targeting a female audience, consider focusing on Pinterest. According to a survey from Pew Research Center, one third of women in the U.S. use Pinterest. If you are able to focus on multiple Social Networks, look at the cross tabulation of Social Platforms for your target demographic to help determine where you should allocate your time and effort.


Mobile

Key takeaway: Put responsive design in your 2014 roadmap!

More and more people are purchasing smartphones these days, and the trend continues to climb the charts. On top of that, sales of tablets are also taking off—outperforming both PCs and laptops in the last quarter of 2014, according to IDC. Consumers have
over 100 tablets to choose from these days, and the number of options continues to increase. Pew Research Center says that 90% of all Americans own a phone; 58% of which are smartphones. Of those, 63% mostly use their phone to access the internet. If your website isn’t responsive, it is highly likely that you are missing out on an ever growing user-base.

With location-based services on mobile devices, we can connect in ways that were unimaginable only four years ago. Most people don’t let their mobile out of their sight—44% of cell owners have slept with their phone next to their bed because they wanted to make sure they didn’t miss any calls, text messages, or other updates during the night. We have the ability to know where our customers are and what their schedule looks like (through their calendar). Are we far off from walking into a store and automagically receiving special offers on our phone without using foursquare to check-in? The sky is the limit!

Whether you decide to make a mobile app or create a responsive website, 2014 is the year to get mobile on your roadmap.


Local

Key takeaway: Local mobile searches convert, so make sure you’re the one that shows up.

The evolution of local has rapidly improved over the past year and will continue to do so throughout 2014. As mobile usage continues an inevitable upward trend, local searches on mobile devices will also soar.
According to LocalVox, 88% of local mobile searches convert to a phone call or visit within 24 hours. It’s clear that not keeping up with your local SEO will only help your competitors.


Email

Key takeaway: Email marketing increasingly provides a great value for a low cost.

Email is one traditional marketing channel that continues to show steady growth.
According to ExactTarget, “98% of marketers plan to increase or maintain their spend in 2014. Email Marketing was among the top five at 58%.” Being among the lowest cost per lead, also producing high quality and quantity of leads, it’s no wonder Email Marketing continues to be one of the favorite channels amongst online marketers.

Despite what you may think, email marketing is a channel that continues to grow as marketers fine-tune their message to be more personal and capture the readers’ interest. In the past, it was common for email marketing to be impersonal and somewhat spammy. As time has passed, we have learned how to better reach our audiences through video, high quality photos, responsive newsletter templates, and of course, well written content that all comes together to make readers want more.


For a more in-depth look at the data, feel free to take a gander at the slides on SlideShare!

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Using Video in Marketing | RCP Marketing

To find out more information visit: http://www.rcpmarketing.com – – – Video Marketing is transforming the way businesses reach customers in the 21st century….

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